Impact of Leadership on New Venture Performance

Launching a New Venture

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Investigate and explain a new venture for specific target markets and competitive
analysis........................................................................................................................................1
P2. Tangible and intangible resources that would be required for the launch of a new venture.
.....................................................................................................................................................2
TASK 2............................................................................................................................................3
P3. Produce a credible proposal..................................................................................................3
P4. Assess the skills and capabilities..........................................................................................5
TASK 3............................................................................................................................................6
P5. Promotional activities and channels that will support the launch of the new venture..........6
P6. Develop an appropriate promotional activities plan for both launch and pre-launch...........7
TASK 4............................................................................................................................................7
P7. Produce a monthly cash budget for the pre-launch phase and the first 12–18 months
preceding launch ........................................................................................................................7
P8. Suggest an appropriate legal form for the venture................................................................8
CONCLUSION................................................................................................................................9
REFRENCES.................................................................................................................................10

INTRODUCTION
There are many types of ventures but a small business plays a vital role for the growth of
the economy. An entrepreneur sees the opportunities to introduce a firm in the market although,
it is daunting task for others. There are myriad issues in launching a firm like financing,
marketing, resources, etc. But an optimistic approach can bring a huge profit and make the small
organization successful. "Monmouth Coffee Company" is a small firm which is situated London
and opening a new venture cafe at Old Spatial Market. The small venture is established with a
thought to offer a variety of coffee, snacks and chocolates. Therefore, it needs to investigate a
report about several things such as target markets, competitive analysis, tangible and intangible
resources, credible proposal, skills and capabilities. In addition this report also covers
promotional activities, channels, promotional activities plan, budget and legal forms of venture
(Barringer, 2015).
TASK 1
P1. Investigate and explain a new venture for specific target markets and competitive analysis.
"Monmouth Coffee Company" is a small cafeteria which is located in the Old
Spatialfield of London. The idea behind origin of the name of the venture is that, presently its a
small cafe and slowly it is will to gain higher profit like a flower bud. The core concept of the
cafe is to offer a wide range of coffee, chocolates and snacks from several countries such as
Antoccino, Cafe Con, Miel, Cortado, etc. As there are various people who have different savour,
so they would like the cafe due to such variety of coffee. There are several kinds of people who
have different roots and culture that's why their food habits also diverse. In order to make all of
them glad it is essential to provide them a satisfaction through offering them such relishes which
are close to their culture (Scarborough, 2016).
The cafe is also providing them a wide range of coffee which is a prodigy attribute of it.
There are various shops which are selling coffee but they are not to alluring that's why the
"Monmouth Coffee Company" is offering a variety of coffee and snacks.
This is the one of the busiest market in the country as there are various small firms are
established. Citizens can find anything in this market whether it is a micro or a giant object. As
people can access their stuff at this spot that's why this location is selected to launch "Monmouth
Coffee Company". This is a hub of numerous kinds of business such as apparel boutiques,
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adornments, furniture, home appliances, electronics and so on. So, whenever people will shop
from this place they would like to have a sip of coffee and taste the snacks. They will notice the
cafe and buy their favourite coffee and snacks. As the people always would like to have
something that can please them while shopping then, it can assist them to feel the pleasure
(Navis and Glynn, 2011). Old Spatial Field is a perfect place for the cafe because the business
can target a huge number of customers. Moreover, the target customers can be identify on the
basis of segmentation that are mentioned as follows
Behaviour segmentation : As the people likes to spend money on luxury products that's
why they can easily step into the cafe to have a coffee and snacks.
Demographic segmentation : Every individual likes the cafe as children would like to
have snacks whereas the adults will to purchase the coffee after their shopping and college. As
everyone likes to spend some time with their friends with coffee and gossip. No matter, at what
age they are, they can be a college mates or adults. This cafe is also targetting to the students,
children, adults and retired people.
Geographic segmentation : "Monmouth Coffee Company" is targetting the customers
within Old Spatialfield market and the nearest region to run a business smoothly.
As the Old Spatial Field has the potential customers that's why "Monmouth Coffee
Company" is established at this location. While running a business at such thronged place, a firm
can gain a huge profit by targetting every kind of customers from any age group and status.
Every one can get there choice of aliment, such as the snacks for kids and adults would like to
have Turkish coffee.
Porter's five force model
There are five elements of elements of Porter's five for model that are mentioned below -
Bargaining power of supplier : In this the supplier has power to increase the cost of the
supply because the "Monmouth Coffee Company" have the only supplier. But if they have more
than one supplier than the supplier has less advantage to increase the cost.
Bargaining power of customer : The customer has the power to decrease the cost of
snacks and coffee because they can find the same products at different place. But to sustain in the
market the cafe needs to provide the unique coffee which cannot be find at some other place.
Competitive rivalry - Although, there are various restaurants in the market such as Sud
Italia, Wright Brothers Spitalfields, Jollof Box and so on. All of these have their own speciality
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